Free food seems to always draw a crowd. But, as we’ve learned recently with KFC, companies need to be careful when promoting products via giveaways. We here at Trevelino/Keller have been involved with a number of giveaways – from annual promotions to grand openings. Below are a few do’s and don’ts that could make your next giveaway a success. Do get buy-off from your entire system. If you are a franchise, it is ideal if all locations are participating. It makes promoting the event more seamless and offers your customers the widest variety of locations to experience your product. Don't get carried away. Giving away the house won't win you any more customers and if you can't fulfil your promise, you will do more harm than good. Figure out the happy medium, something that's real value... without filling them up. Do use social media. There are numerous outlets available to promote your event. Twitter <http://www.twitter.com/> and Facebook <http://www.facebook.com/> are both ideal for a giveaway. Don't forget traditional media. Traditional media is not falling by the wayside. Traditional outlets offer calendar listings, restaurant beat reporters and "ways to save" segments/columns that are extremely valuable in garnering attention, especially in a down market. Do track sales. For any promotion, you want to prove ROI. If you give away product but gain no new customers, you'll need to rethink your strategy. Free giveaways should drive trial and grow your business. Don't underestimate the power of free. Be prepared for a crowd and staff appropriately to ensure you are keeping any waiting customers happy. Do take pictures. Post them to Twitter <http://www.twitter.com/>via Twitpic <http://www.twitpic.com/> or to your Facebook <http://www.facebook.com/>account, or create a Flickr <http://www.flickr.com/> account. Your customers will love “tagging” themselves in photos and you can show others what they missed out on and build awareness for future events. Don't giveaway the cheapest item. Use giveaways to drive trial of higher-priced ticket items - get your customers hooked on the premium items. Do have a purpose. Tie your event to a new product launch, an historic date or celebratory month such as BBB month. If you tie your event to something current and relevant you are more likely to garner media attention.
